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Marketing Management

J. Paul Peter • James H. Donnelly, Jr . 6th Edition. Marketing Management. Knowledge and Skills. Chapter 7. New Product Planning and Development. Irwin/McGraw-Hill. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Growth Vector Components. Products.

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Marketing Management

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  1. J. Paul Peter • James H. Donnelly, Jr. 6th Edition Marketing Management Knowledge and Skills

  2. Chapter 7 New Product Planning and Development

  3. Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Growth Vector Components Products Markets Present New Present Market penetration Product development New Market development Diversification Figure 7-1

  4. Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. The New Product Development Process Idea generation Idea screening Project planning Product development Test marketing Commercialization Figure 7-2

  5. Support Members Leader Full-time Experienced Facilitator Core Members Core members May be full-time Key function Permanent Fuse into a group Manufacturing R & D Leader New products Manager Support members In and out, as needed Scores of functions: legal,sales,accounting PR,HRM,advertising, customer service inside/ outside the firm All stakeholders Liaison, not on team Reached via network Design Marketing Market research Finance The New Product Team SOURCE: C. Merle Crawford, New Products Management, 5th ed. (Burr Ridge, IL:Irwin, 1995), p. 31.

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